2014 interactive marketing summit laurel highlands ... · place an order - ecommerce make a...
TRANSCRIPT
LunaMetricsEstablished in 2004
Located in Pittsburgh, PA
Google Analytics Certified Partner
Google Analytics Authorized Reseller
Google Partner for Google AdWords
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Jon Meck
Technical Marketing Manager
Google Analytics Qualified Individual
Big Fan of Personal Projects
I love:
Puzzles!
Excel!
Google Analytics!
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1. Check Your Analytics
2. Put More Into Your Analytics
3. Start Analyzing, For Real
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Google Analytics Metrics
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• The number of distinct visits during which someone
interacted with the site. (If they are inactive for more than
30 minutes, their session is over.) Think of this like the
number of times people enter the front door of a store.
DEFINITION: SESSIONS (VISITS)
Google Analytics Metrics
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• An individual set of cookies; that is, a particular web
browser on a particular computer.
DEFINITION: USER (UNIQUE VISITOR)
Google Analytics Metrics
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• The number of times pages on your site were loaded.
DEFINITION: PAGEVIEWS
Google Analytics Metrics
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• The percentage of single-hit sessions. The user landed
on a page and “bounced” – viewed only that single page
before leaving. (Lower is better, meaning fewer visits
bounced.)
DEFINITION: BOUNCE RATE
Google Analytics Metrics
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• The length of time a session lasted, from the first
pageview to the last pageview.
DEFINITION: AVG. SESSION DURATION
Implementation is Difficult
Know the risk factors:
Size of site
Subdomains
Auto-Events
Third-Party Sites
Ecommerce
Ajax-y Website (Hashes)
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Implementation is Difficult
Perform a Self-Audit:
Redesigns
New Site Sections
New Functionality
TODAY!
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Bounce Rate
Should be:
Greater than 20%
Less than 90%
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Page Depth
Look for:
“> 1” should be low
“=1” should be high
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Self-Referrals
Look for:
Self-referrals indicate a problem
New visitors from your own site or subdomain
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Why Does It Matter?
Users and Sessions are based on Cookies
Broken sessions can inflate your Sessions/Users
Misplaced tracking can inflate your Pageviews
Auto-events can make your Bounce Rate wrong
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We’ve Evolved
We used to just watch
Remember hit counters?
We’re way beyond those now
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Set Up Conversions!
What are some of the goals of your website?
Sign up for more information - Goals
Fill out a form - Goals
Download a PDF - Goals
Place an order - Ecommerce
Make a donation - Ecommerce
These give your numbers relevance and context
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Measure Everything
User Experience
Changes to navigation
Design changes
Interactions with your site
Downloads
Social Shares
Video Plays
Engagement with your site
Scrolling
Time on Site
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Tag Everything
If you control the link, you should tag it
Social Media
PDFs
Email Marketing
Flash Drives
Use Google Analytics URL Builder
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www.example.com/page
?utm_medium=social
&utm_source=twitter
&utm_campaign=fall-sale
Push data into Google Analytics
If you know who the person is, you can add infoGender
Salary Range
Age Range
Type of Visitor
Use Custom Dimensions! (Universal Only)
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Stay Up To Date
Upgrade to Universal Analytics
You WILL need to change code on your site
New features available
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Look into Google Tag Manager
Makes the managing process easier
Great for the basics!
Pre-built Templates for Google Analytics
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Analysis Tips
Don’t get hung up on tiny details
Look for trends
Dig deeper into segments
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Analysis Tips
Use Google Analytics to answer questions
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Are people
actually
downloading my
PDFs?
Which Landing
Page do I need to
work on
improving?
Did moving my
Donate button
affect clickthrough
rate?
Analysis Tips
Use Google Analytics to learn about your users
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How are people
finding out about
my site?
Should I be
advertising on
mobile?
Where are my
users coming
from?
Analysis Tips
Use Google Analytics to attribute value
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In which Social
Media platform
should I invest?
Is there a page in
my checkout
funnel where
people drop off?
Which types of
Blog Posts drive
the most
donations?
Who Gets the Credit?
Now we’re getting really tricky
Standard Reports use “Last-Click Attribution”
We know that’s not necessarily the best method
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Analytics should help you answer questions and
make business decisions.
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